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U.S. to lose more pay-TV subs than any other country through 2027

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Jun 28, 2022
Countries with the largest projected changes in pay-TV subscriptions
Data: Omdia; Chart: Axios Visuals

The United States is expected to lose nearly 17 million pay-TV subscribers between 2021-2027, according to a new report from Omdia.

Why it matters: That is far and away the most of any country and will only further tension among content providers, who likely will ask for price increases, and distributors, who will balk at such demands.

  • In particular, the cost of sports has become a major wedge issue in carriage talks, with many regional sports networks being dropped altogether or put on a more expensive tier.

By the numbers: The gulf between those that are adding new TV customers versus those who are losing them is widening.

  • The five countries expected to shed the most subscribers will account for 26.8 million lost customers. The five countries projected to add the most will only add 12.1 million subs.
  • India, which is projected to lose the second-most pay-TV subs, has been of particular importance to media giants with streaming services. It is seen as a largely untapped market, though it earns far less revenue per subscriber, as streaming services are priced significantly cheaper compared to other territories.
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